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United Kingdom Toys Market Report Overview
The United Kingdom toys market reached a value of USD 4.07 Billion in 2025 and is projected to expand at a CAGR of around 4.00% during the forecast period of 2026-2035. Rising disposable incomes, increasing focus on child development and educational play, the rapid growth of online toy retail, the expansion of specialty toy stores, and the growing importance of licensed toys and sustainable toys are driving United Kingdom toys market growth. The market is expected to reach USD 6.02 Billion by 2035.
Key Market Trends and Insights
- The Up To 5 Years age group is expected to grow at approximately 4.5% CAGR over the forecast period, representing the fastest-growing age group through the rising consumer demand for sensory, motor skills, and educational toys for infants and toddlers, the growing popularity of STEM-based preschool toys, and the parental focus on early childhood development.
- The Online distribution channel is expected to exhibit the highest CAGR over the forecast period, reflecting the rapid shift of UK toy consumers to e-commerce platforms for toy discovery, gifting, and subscription-based toy delivery services, driven by the convenience of digital retail and the growing reach of DTC toy brands.
- The Building Sets product type is expected to account for a dominant share of the United Kingdom toys market, driven by LEGO's powerful hold on the UK market, with building sets accounting for approximately 18% of UK toy purchases and generating GBP 336 million in sales from January to August 2025 through popular properties.
Market Size and Forecast
- Market Size (2025): USD 4.07 Billion
- Projected Market Size (2035): USD 6.02 Billion
- Compound Annual Growth Rate (CAGR) (2026-2035): 4.00%
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| United Kingdom Toys Market Report Summary | Description | Value |
| Base Year | USD Billion | 2025 |
| Historical period | USD Billion | 2019-2025 |
| Forecast Period | USD Billion | 2026-2035 |
| Market Size 2025 | USD Billion | 4.07 |
| Market Size 2035 | USD Billion | 6.02 |
| CAGR 2019-2025 | Percentage | XX% |
| CAGR 2026-2035 | Percentage | 4.00% |
| CAGR 2026-2035 - Market by Region | Scotland | 4.4% |
| CAGR 2026-2035 - Market by Region | Wales | 4.2% |
| CAGR 2026-2035 - Market by Age Group | Up to 5 Years | 4.5% |
| CAGR 2026-2035 - Market by Distribution Channel | Online | 5.6% |
| Market Share by Region | England | XX% |
Key Trends and Recent Developments
The United Kingdom toys market is driven by rising disposable incomes, the growth of licensed toys and entertainment franchise tie-ins, the rapid expansion of online toy retail, increasing parental focus on educational and developmental toys, and consumer demand for eco-friendly toys.
LEGO UK announced record GBP 500 million in UK sales in June 2025, driven by the success of its licensed sets including LEGO Star Wars: Rebuild the Galaxy on Disney+ and popular Lilo & Stitch sets. LEGO UK employs nearly 1,700 staff in the UK. Building sets generated GBP 336 million in sales from January to August 2025, led by LEGO's Formula 1, LEGO Botanicals, and Minecraft product lines.
The LEGO Group announced a new multi-year partnership with The Pokemon Company International in March 2025 to bring LEGO Pokemon sets starting from 2026. The partnership will strengthen LEGO's position in the UK licensed toys segment, given Pokemon's enormous consumer following. Licensed toys accounted for more than GBP 1 in every GBP 3 spent on UK toys in 2025.
Toys R Us announced the opening of 17 new shop locations across the United Kingdom in May 2024, through its partnership with WH Smith Stores. The Toys R Us UK expansion reflects the growing investment in specialty toy retail in the United Kingdom, as the toy market returned to a healthy growth trajectory with a 6% uplift in 2025. The expansion targets market towns and smaller UK cities.
Mattel, Inc. launched its International Women's Day (IWD) collection in March 2024, featuring eight dolls based on famous female figures including UK actor Helen Mirren. The IWD collection reflects Mattel's strategy of creating inclusive and diverse toy collections celebrating real-world female role models, appealing to both children and adult collectors.
Building Sets - Dominant Product Type at 18% of UK Toy Purchases Through LEGO's Market Leadership
Building Sets is the dominant United Kingdom toys market product type, with LEGO driving approximately 18% of UK toy purchases and generating GBP 336 million in sales from January to August 2025. LEGO's Formula 1, LEGO Botanicals, Lilo & Stitch, and Minecraft sets are among the top-selling UK toy products.
Online Distribution Channel - Fastest-Growing Through E-Commerce and DTC Toy Retail Adoption
Online is the fastest-growing UK toys distribution channel, reflecting the rapid shift of UK toy consumers to e-commerce platforms for toy discovery, research, and purchasing. UK toys, games, and sports were majorly exported to the Netherlands, France, the United States, Ireland, and Germany in 2024. Subscription toy boxes and DTC toy brand websites are accelerating the shift to online channels.
Up To 5 Years Age Group - Fastest-Growing Segment at 4.5% CAGR Through Infant and Toddler Toy Demand
Up To 5 Years is the fastest-growing UK toys age group at approximately 4.5% CAGR over the forecast period, driven by rising parental investment in sensory, motor skills, and educational play for infants and toddlers. Toys for children up to 5 years include rattles, puzzles, dolls, plush, action figures, and building sets designed to engage the senses and improve motor skills.
Licensed Toys - Key Growth Driver Through Entertainment Franchise Tie-Ins and Collectibles
Licensed toys are a key growth driver in the United Kingdom toys market, accounting for more than GBP 1 in every GBP 3 spent on UK toys in 2025. Licensed toys from popular entertainment franchises including LEGO Pokemon (from 2026), Gabby's Dollhouse (Spin Master and DreamWorks Animation), and Disney Toy Story (Mattel) are driving strong sales across multiple UK toy product type segments.
Specialty Stores - Growing Distribution Channel Through Toys R Us and Independent Specialist Toy Retailer Expansion
Specialty Stores are a growing United Kingdom toys distribution channel, driven by the expansion of specialist toy retailers including The Entertainer, the Toys R Us and WH Smith partnership which opened 17 new UK shop locations in May 2024, and independent toy boutiques. UK toy specialist retailers offer curated product ranges, in-store play experiences, and expert customer service that differentiate them from mass-market channels. Supermarkets and Hypermarkets remain a significant distribution channel through major grocery retailers’ toy departments catering to impulse and seasonal toy purchasing.
United Kingdom Toys Industry Segmentation
The "United Kingdom Toys Market Report and Forecast 2026-2035" by Expert Market Research offers detailed analysis across the following segments:
Market Breakup by Product Type
- Action Figures
- Building Sets
- Dolls
- Games and Puzzles
- Sports and Outdoor Toys
- Plush
- Others
Key Insight: Building Sets is the dominant UK toys product type with LEGO driving approximately 18% of UK toy purchases. Action Figures, Dolls, and Games and Puzzles are key segments driven by licensed entertainment franchises.
Market Breakup by Age Group
- Up To 5 Years
- Between 5 To 10 Years
- Above 10 Years
Key Insight: Up To 5 Years is the fastest-growing UK toys age group at approximately 4.5% CAGR through rising infant and toddler toy demand. Between 5 To 10 Years is the dominant age group by revenue.
Market Breakup by Distribution Channel
- Supermarkets and Hypermarkets
- Specialty Stores
- Online
- Others
Key Insight: Online is the fastest-growing UK toys distribution channel through e-commerce and DTC toy retail adoption. Specialty Stores is a growing channel through expanding specialist toy retailers.
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If you choose to purchase the full report at a later stage, the amount already paid will be adjusted, and you will only need to pay the remaining balance.
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United Kingdom Toys Market Share
By Product Type, Building Sets is the dominant product type with LEGO driving 18% of UK toy purchases
Building Sets commands the largest United Kingdom toys market share by product type through LEGO's dominant UK market position, generating GBP 336 million in sales from January to August 2025. Action Figures, Dolls, and Games and Puzzles are major product types driven by licensed entertainment franchise tie-ins. Plush is a key product type for the Under 5 and gifting segments.
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By Age Group, Up To 5 Years is the dominant age group at 4.5% CAGR in the UK toys market
Up To 5 Years is the fastest-growing UK toys age group at approximately 4.5% CAGR, driven by rising parental focus on early childhood development and the demand for sensory, motor skills, and STEM-based preschool toys. Between 5 To 10 Years is the dominant age group by total revenue. Above 10 Years is a growing segment through gaming consoles and licensed collectibles.
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By Distribution Channel, Online is the fastest-growing distribution channel in the UK toys market
Online is the fastest-growing United Kingdom toys distribution channel, reflecting the rapid shift to e-commerce platforms, DTC brand websites, and subscription toy delivery services. Specialty Stores is a growing channel through the expansion of The Entertainer, the Toys R Us WH Smith partnership (17 new locations opened May 2024), and other specialist toy retailers.
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Competitive Landscape
The United Kingdom toys market is highly competitive, with global toy giants, heritage toy brands, and specialist UK toy companies competing through licensed product portfolios, educational toy innovation, and strong retail partnerships.
Mattel, Inc.
Mattel, Inc. is a US-based global toy company with a significant United Kingdom toys market presence through its iconic toy brands including Barbie, Hot Wheels, Matchbox, Fisher-Price, and UNO. In March 2024, Mattel launched its IWD collection featuring eight dolls based on famous female figures including UK actor Helen Mirren. In March 2025, Mattel renewed its global licensing agreement with Disney for Toy Story, planning new products for Toy Story 5.
Hasbro, Inc.
Hasbro, Inc. is a US-based global toy company with a significant United Kingdom toys market presence through its toy brands including Transformers, Monopoly, My Little Pony, Nerf, Play-Doh, and Marvel. In March 2025, Hasbro showcased new products at the North American International Toy Fair including a Play-Doh Barbie line and Marvel's Iron Man toys. Hasbro's board game portfolio including Monopoly, Clue, and Scrabble drives strong demand in the UK Games and Puzzles segment.
LEGO System A/S
LEGO System A/S is a Denmark-based global toy company with a dominant United Kingdom toys market presence through its LEGO-branded building sets portfolio. LEGO UK achieved record GBP 500 million in UK sales in 2025, driven by popular licensed sets including Star Wars: Rebuild the Galaxy and Lilo & Stitch. In March 2025, LEGO announced a multi-year partnership with The Pokemon Company International for LEGO Pokemon sets from 2026. LEGO employs nearly 1,700 staff in the United Kingdom.
Orchard Toys Ltd.
Orchard Toys Ltd. is a UK-based educational toy manufacturer with a significant United Kingdom toys market presence through its award-winning range of educational games, puzzles, and floor jigsaws designed for children aged 1-9. Orchard Toys focuses on learning through play, producing eco-friendly toys from recycled materials, with UK heritage and specialist positioning in educational toys giving it a unique competitive position.
Other key players include Simba Dickie Group, Moose Toys Ltd., Spin Master Ltd., Tomy Co. Ltd., Hornby Hobbies Limited, and Brazier & Co. Ltd., among others.
*Please note that this is only a partial list; the complete list of key players is available in the full report. Additionally, the list of key players can be customized to better suit your needs.*
Key Findings from the United Kingdom Toys Market Report
- Comprehensive analysis of the United Kingdom toys market from 2019 to 2035, covering product type, age group, and distribution channel dimensions.
- Segment breakdowns across action figures, building sets, dolls, games and puzzles, sports and outdoor toys, plush, and other product types; up to 5 years, between 5 to 10 years, and above 10 years age groups; and supermarkets and hypermarkets, specialty stores, online, and other distribution channels.
- Competitive benchmarking of Mattel Inc., Hasbro Inc., LEGO System A/S, and Orchard Toys Ltd. covering UK toys market activities and product portfolios.
- Analysis of LEGO UK's June 2025 record GBP 500 million UK sales, LEGO's March 2025 Pokemon partnership, Toys R Us's May 2024 UK expansion through WH Smith, and Mattel's March 2024 IWD collection featuring UK actor Helen Mirren.
- Strategic insights for toy manufacturers, toy retailers, and licensing professionals on UK toys market growth, licensed toy demand, online channel adoption, building set dominance, and educational toy innovation.
Why Choose Expert Market Research?
- Toy manufacturers, toy retailers, and licensing professionals in the United Kingdom rely on our market intelligence for market sizing, segment strategy, and investment decisions.
- Every report draws on experienced toy industry analysts with deep knowledge of UK toys market dynamics, licensed toy demand trends, and competitive landscape.
- Whether sizing a toy product type, age group, or distribution channel, our research provides the specific intelligence required.
- Coverage is tailored: a specific toy category, regional deep-dive, or competitive benchmarking can be addressed through customised research.
Call to Action
Our full report for 2026-2035 delivers the market data, competitive intelligence, and strategic analysis to capture the United Kingdom's growing toys market. Reach out to our team to access the complete report or request a customised version.
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*While we strive to always give you current and accurate information, the numbers depicted on the website are indicative and may differ from the actual numbers in the main report. At Expert Market Research, we aim to bring you the latest insights and trends in the market. Using our analyses and forecasts, stakeholders can understand the market dynamics, navigate challenges, and capitalize on opportunities to make data-driven strategic decisions.*
Key Questions Answered in the Report
In 2025, the market reached an approximate value of USD 4.07 Billion.
The market is estimated to grow at a CAGR of 4.00% between 2026 and 2035.
The United Kingdom toys market is estimated to witness healthy growth in the forecast period of 2026-2035 to reach a value of USD 6.02 Billion by 2035.
The major drivers are rising disposable income, increasing focus on child development, and sustainability concerns, among others.
The key trends of the toys market in the United Kingdom include the emergence of smart toys, subscription boxes, and licensed toys, among others.
Based on age group, the market is mainly divided into up to 5 years, between 5 to 10 years, and above 10 years.
Based on distribution channels, the market is segmented into supermarkets and hypermarkets, specialty stores, and online, among others.
The key players in the market are Mattel, Inc., Hasbro, Inc., LEGO System A/S, Orchard Toys Ltd., Simba Dickie Group, Moose Toys Ltd., Spin Master Ltd., Tomy Co. Ltd., Hornby Hobbies Limited, Brazier & Co. Ltd., among others.
Report Summary
Explore our key highlights of the report and gain a concise overview of key findings, trends, and actionable insights that will empower your strategic decisions.
| REPORT FEATURES | DETAILS |
| Base Year | 2025 |
| Historical Period | 2019-2025 |
| Forecast Period | 2026-2035 |
| Scope of the Report |
Historical and Forecast Trends, Industry Drivers and Constraints, Historical and Forecast Market Analysis by Segment:
|
| Breakup by Product Type |
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| Breakup by Age Group |
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| Breakup by Distribution Channel |
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| Market Dynamics |
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| Competitive Landscape |
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| Companies Covered |
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